This past week I gave a talk on how creativity fuels innovation, which in turn generates departmental and business success. Several business owners were thrilled to hear more about the steps they need to take in order to compete in this new socially-driven marketplace. Many have heard about disruptive technologies, but the core ingredient to the marketplace disruption process is what I call disruptive creativity.
I’ll lay out how disruptive creativity drives success using the New-Different-Better-More (NDBM) principle below.
The introduction of new products and services only lasts 90 days in today’s society. Once day 91 hits, the item or service is no longer new. It’s therefore the goal of every marketer and salesperson to take advantage of their opportunity window. However, to be successful the product or service must be new.
The definition of “new” gets a little slippery when companies attempt to come out with something that already exists. If the offer is a first for a certain group of people or demographic, the product or service might be considered new regardless of preexisting competition. A safer release would be of a new product or service that can easily be differentiated from the competition based on it being unique, superior, or of greater value.
Offering the same thing as the competition will not drive business growth. By only shifting the color, model, or offering leaves little room to distinguish a company in the noisy marketplace. The product or service must be positioned using something that clearly differentiates it from the competition.
The best type of difference in products or services include an intuitive interface or process; additional or unique features; and, easily obtainable benefits from using the product or service. Clarity can also drive delineation from the competition by using mascots or the endorsements from celebrities and public figures.
Building the better proverbial mousetrap is an age old scenario that has perplexed businesses for decades. The first company to market always gets a greater share of business, but so does the company who finds ways of improving on the product or service. The groundswell of early adopters drives more development monies into businesses, but it’s only the company who determines how to make things better that survives for the long haul.
In today’s society, better must also be disruptive. The goal of every new product or service must be to reinvent how the marketplace will embrace the offering, while displacing the competition. Survival today means changing the playing field to favor the company. In the same way, the company that convinces the client to let them help write the RFP going out for bid will be able to seed the document with requirements that match their strengths.
Buffets have been successful for decades because the hungry person sees them as being far more beneficial than ordering a simple meal. Discount restaurant coupon books also give a great perception of a two-for-one value since most people dine with a friend or loved one. The idea of getting something more from a package or offering grabs the potential customer’s attention.
The “more” can be an increase in value, quantity, or add-on benefits. Many online sellers offer bonus products within a certain ordering time constraint to increase the product’s worth. When the offering includes a how-to book, the “more” can be additional details that brings overt clarity to the reader’s next steps, compared to the competition’s short, high-level book that alludes to the right answers.
The NDBM principles are a direct extension of disruptive creativity in action. By creatively putting NDBM into practice, a business can position itself well within its market and drive away or absorb competitors. The key is making sure each step of the NDBM elements are built creatively and not copied from another business. The company’s style must shine through when presented.
Copyright © 2018 by CJ Powers